This study aimed to analyze, through games, the motives for the consumption of the National Basketball Association (NBA) by Brazilian fans and the influence on the consumption intentions of these fans. Methods:The study has a quantitative approach and used an online questionnaire consisting of nine motives for sports consumption and a dimension to analyze behavioral intentions. The sample consisted of 336 individuals over 18 years of age who declared that they support a team in the competition. Data were analyzed using a two-step Structural Equation Modeling in Amos 26.0. Results: The average age of respondents was 24.20 years (±6.70), mostly men (91.7%), with complete high school (45.8%), single (83.6%), who watch 3 to 5 NBA games per week (53.6 %), mostly through the internet (56.8%), and who do not usually buy NBA-licensed products (58.0%). Analysis of the causal model indicated that both vicarious achievement (β = 0.55; p < 0.01) and social interaction (β = 0.28; p < 0.01) are motives that positively influenced behavioral intentions related to NBA. Conclusion: Motives such as the acquisition of knowledge, drama, interest in basketball, and knowledge of the game are highly valued by Brazilian fans who consume the NBA. In addition, the fans' sense of accomplishment with their team's victory and the social interaction offered by the games, even if distant, are important factors that influence the behavioral intentions of these fans.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
customersupport@researchsolutions.com
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.